Fans can take part in experiential NBA activities including handspan comparisons to professional players and basketball 'shootout' competitions. A Cisco booth also features, with live trivia contests using video conferencing.
The VIP area, sponsored by corporates including American Express and Cisco and welcoming VIPs from the NBA, overlooks the main arena and features a bar, a business area with computers and a shoe polishing machine.
Peter Smith, marketing manager at Ignite Europe told C&IT that the NBA House has received thousands of visitors since it opened on 3 August. "Our fan zone mezzanine floor for VIPs has been really popular, it offers guests complementary food and beverages, a place to relax, meeting space and VIP concierge, there's always a real buzz here."